Faking It With Luxury Counterfeit Products: How Social Feedback Can Make Us More Or Less Dishonest

Yajin Wang, University of Minnesota, USA
Deborah Roedder-John , University of Minnesota, USA
We examine how social context affects consumers who wear luxury counterfeit goods. We find that social feedback while wearing counterfeits can encourage more dishonest behavior (if others compliment our counterfeit) or discourage dishonest behavior (if others question whether our counterfeit is fake).
[ to cite ]:
Yajin Wang and Deborah Roedder-John (2013) ,"Faking It With Luxury Counterfeit Products: How Social Feedback Can Make Us More Or Less Dishonest ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.